When it comes to color and ecommerce, nothing’s ever black and white.
For so many people visuals matter the most, and your customers are the same. They might not consciously notice the color scheme of your store or catch the exact red hue of the call-to-action button you’ve spent weeks choosing, but their subconscious is hard at work all the time. And there, the color takes the cake.
Customers want only 90 seconds to take a snap judgment about you and your product. This is true for online shopping especially because customers can’t utilize their other senses to make a decision. In addition, up to 90% of this judgment is dependent on color alone.
The human eye can see about 10 million unique colors, so picking a color scheme for your business can seem to be a mission impossible. It doesn’t help that colors are basically just a pigment of our imagination – each person sees colors a little differently. No wonder that the white/gold vs blue/black dressgate got 4.4 million tweets in just 24 hours.
But don’t worry – there’s a science behind it all that just might help! And that’s why we’re gonna look at color theory, color psychology, and how they can help you get the best out of your ecommerce business.
Let’s begin with the basics, which for this situation means color theory. Basically, it’s the science and art of colors that looks at how we perceive, mix, and apply them. Color theory strives to create a logical structure for using color, and it all begins with the oh-so-familiar color wheel.
The color wheel is a visually simplest way to understand the connection between colors. The traditional color wheel, most often seen on the walls of high school art classes all over the world, offers 12 colors.
color wheel example
The primary colors in the wheel are red, yellow and blue, and these can be used to create secondary colors (orange, green, violet). By mixing primary and secondary colors we get tertiary colors – red-orange, yellow-orange, yellow-green, blue-green, blue-violet, and red-violet.
So far, so good, and it might have stayed that way if these were the only colors we had to deal with.
Keep in mind that color psychology isn’t an exact science. It relies upon a person’s culture and the context with which the color is exhibited. For instance, Western culture sometimes associates yellow with cowardice while Japanese culture associates yellow with courage.
Context likewise plays a significant role in how color influences us. For instance, we also use yellow in stoplights and warning signs to indicate a need for caution.
traffic signal example
When HubSpot did A/B tests with two different call-to-action buttons, they found out that the red button outperformed the green one by a whopping 21%. One of the possible clarifications for this is that green relaxes while red excites people. Each color has certain attributes that are linked to them, and the psychology of color in marketing tries to figure out how to use them effectively. Here are absolutely the most popular associations:
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1 month ago